Farm Rio
2021
Product Design · Mobile Commerce App
Farm Rio App
How do you translate a maximalist Brazilian fashion brand into a fast, emotional, and high-performing shopping app?
01 — Context
A mobile storefront for one of Brazil’s most loved fashion brands.
Farm Rio is not a quiet brand. Its product universe is emotional, colorful, seasonal, and highly visual — which makes mobile commerce a harder design problem than simply listing products. The app needed to help shoppers discover collections, evaluate pieces, search quickly, manage their account, and move through checkout without losing the warmth and energy people already associate with the brand.
02 — My Role
Designing the app as a product, not a presentation.
The work covered the mobile shopping experience across iOS and Android: organizing the app’s core flows, translating the brand into usable interface patterns, designing key commerce screens, prototyping interactions, and preparing the design so screenshots, flows, and system decisions can be presented clearly inside the portfolio.
01
Discovery
Brand and commerce audit · App flow mapping · Shopping behavior assumptions · Reference analysis
02
Experience
Home hierarchy · Category browsing · Search behavior · Product detail priorities
03
Delivery
Mobile UI design · Prototype flows · Design system cues · Handoff-ready documentation
Product Audit
Commerce UX
Information Architecture
Mobile UI
Prototyping
Handoff
03 — Product Challenge
Make the brand feel alive without making shopping feel slow.
The core challenge was balance. Farm Rio’s visual identity depends on richness, but commerce depends on clarity. The app had to preserve the brand’s editorial energy while making repeated, practical tasks — browsing, filtering, checking sizes, saving products, logging in, and purchasing — feel direct and reliable.
01
Editorial discovery
The home experience needed to sell collections and mood, not just expose a product grid.
02
Fast product finding
Search, categories, filters, and product cards needed to support shoppers who already know what they want.
03
Purchase confidence
Sizing, price, stock, delivery, cart feedback, and checkout states had to be legible and trustworthy.
04
Return behavior
Account, wishlist, order history, and notifications needed to give people reasons to come back between drops.
04 — Experience Architecture
A shopping app built around two modes: inspiration and intent.
Inspiration
Editorial home modules for campaigns, launches, and seasonal stories
Large visual surfaces that let Farm Rio’s imagery carry emotion
Collection-led navigation for shoppers who enter through mood and style
Wishlist and product saving moments that support browsing over time
Brand details expressed through motion, spacing, and image rhythm
Room for future content blocks without redesigning the app shell
Intent
Clear product cards with price, imagery, favorites, and availability signals
Search and filters designed for fast narrowing by category, size, and collection
Product detail pages focused on fit, material, image depth, and purchase confidence
Cart and checkout steps that reduce ambiguity before payment
Account areas for profile, orders, addresses, and post-purchase support
Empty states that guide action instead of feeling like dead ends
Placeholder — campaign / editorial module
Placeholder — commerce flow / app screens
05 — Product Solution
A mobile commerce system for browsing, deciding, and buying.
Search / filters
The opening experience should feel like an editorial storefront: immersive enough to carry Farm Rio’s visual world, but structured enough for shoppers to move from inspiration to product quickly.
Core commerce moments — browse, search, product detail, cart, checkout, account, and post-purchase support — should be shown as connected flows rather than isolated mockups.
The strongest portfolio version should make the app feel operational: a real shopping product with brand expression, reusable patterns, and clear customer jobs.
06 — Market Signal
A Brazilian fashion app with unusually strong mobile traction.
1M+
Downloads on Android, the primary mobile platform for many shoppers in Brazil
Google Play
4.9/5
App Store rating with roughly 119k reviews — exceptionally high for a Brazilian fashion brand
iOS
4.6/5
Google Play rating with approximately 36k reviews
Android
Most downloaded
Frequently among Brazil’s most downloaded shopping apps
Top Shopping
Gustavo Pelaez
Product Designer